Safari ITP 2.0 FAQ

Q: What are the browser enhancements?

A: Apple released ITP 2.0 in September 2018. The enhancement prevents cookie-based tracking for transactions that take place on mobile, tablet and desktop devices (iOS and OS X) in Safari browsers.  Most recently, Apple released enhancements in ITP 2.1 that restricts client-side first-party cookies to 7 days.

Functionality evolution is not limited to Apple’s Safari, with Firefox announcing plans to release similar technology in the coming year.

Q: Why are browsers making changes that impact digital advertising tracking?

A: Disabling client-side first-party and third-party cookies for domains that use data to track user activity is an effort to provide an additional layer of privacy to consumers. The enhanced experience addresses complaints of invasive ads and speeds page load time. A positive change for consumers’ privacy, digital marketing tracking is forced to adopt to what has been foreshadowed for years—the demise of cookies.

Q: How do these browser enhancements impact Pepperjam’s tracking?

A: Pepperjam has a solution for our advertisers that mitigates channel transaction loss in browsers that block cookies on vendor tracking domains and strongly recommends that brands on our platform implement our tracking code enhancement that adds click IDs to an advertisers’ pixel.

Q: Do all Pepperjam advertisers need to update their tracking?

A: Pepperjam strongly recommends that all advertisers complete the tracking update to avoid tracking issues, regardless of their tracking method:

  • Advertisers utilizing basic, itemized and dynamic tracking should make the tracking update to avoid channel transaction loss.
  • Batch advertisers who use Dynamic tracking will need to send in all click IDs related to a consumer’s session, not just the final Click ID, if they wish to continue using dynamic attribution. Guidelines for how to update their batch files with all click IDs will be provided by the Integration team.

Q: What does this change mean for Unity clients?

A: Advertisers using legacy Unity tracking need to update to Pepperjam tracking to mitigate tracking loss. We recommend implementing Dynamic tracking for Unity advertisers so that they have access to the same features and functionality enjoyed today. To begin this tracking change, open a support request with our Advertiser Integration team at

 Q: How can I implement Pepperjam’s tracking enhancement to mitigate channel transaction loss?

A: There are two solutions available to advertisers:

  • Ecommerce platform extensions and plugins:
    • Shopify extensions are ready to implement and available through these links for new installs and updates for existing users.
    • Salesforce Commerce Cloud (formerly Demandware) is the latest ecommerce platform in our partnership ecosystem. All customers on this platform can now implement the LINK Technology Partner Program Cartridge. To download, click “Download Integration” on the left side of our marketplace page.
    • Magento customers have two extensions available to them through Pepperjam: Magento 1 and Magento 2.
  • Install the JavaScript Tag Container. Update your tracking by placing the Pepperjam Tag Container on every page of your site, either by adding it directly to your platform or using an existing tag manager solution. Pepperjam’s Tag Container includes a new JavaScript solution which stores click IDs, returning them in your pixel. Take advantage of the JavaScript solution by following these steps.

Q: How does the browser update impact publishers?

A: Publishers will not receive commission on transactions that they refer if advertisers fail to implement our recommended tracking enhancement. Publishers will continue to receive commission for transactions referred for advertisers that have completed the tracking updates.

Q: How are publishers responding to announcement of Safari and Firefox browser updates?

A: Publishers on our network have made us aware that they will deprioritize advertisers who do not complete the tracking update and remove those advertisers from their site.

Q: What is the timeline for implementing our tracking enhancement?

A: We strongly recommend all advertisers complete the upgrade as soon as possible as updates expected to launch in H1. Proactively completing the tracking update will provide our advertisers with a seamless experience as browser changes continue to roll out.  


Q: I already pass click ID as a parameter on my destination URLs. Why do I need to do anything at all?

A: To avoid negative impact from browser enhancements, advertisers need to configure their tracking to pass the click ID on the destination URL, store the click ID and pass the click ID in the tracking pixel or transactions file to Pepperjam. Doing so will ensure tracking works properly when no cookie is present. Passing click ID on the destination URL alone will not circumvent issues caused by browser changes.

Q: When a transaction is made, should I clear out the click IDs or let them expire on their own?  

A: Expire the click IDs, in accordance with the lookback period, this will ensure that the publisher is credited if multiple transactions are made.

Q: I am not sure how the click ID will populate. Are click IDs read from the cookie/session?

A: Yes, the click ID value should be read from where it is stored and then passed in the CLICK_ID parameter in the tracking pixel.

Q: What is the lookback period?

A: The lookback period is the amount of time that you should store the click IDs to ensure that clicks from the cookie duration period are passed to Pepperjam.


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